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Mcdonald's Buying Behaviour Case Study

991 Words4 Pages

Buying behaviour is the decision processes and actions of people involved in buying and using a products or services. The behaviour can influence by many factors, which included personal, psychological and social factors. Moreover, psychological factors, namely perception, personality, attitudes, motivation and learning play an important role in determining one’s buying behaviour. Perception is defined as recognition and interpretation of sensory information and the process by which sensations are selected, organized and interpreted. Consumers receive the information from their environment and use the information in order to react or interact with the environment. Consumers’ perception is very crucial for the consumer to decide their purchasing behaviour, that is the reason why marketers spend millions on advertising and promoting their products or services. Based on a report of Business Insider in 2012, McDonald’s spend $ 5.875 billion on advertising in United States alone, and the budget for advertising is increasing each year. (Bhasin, 2012) McDonald’s is one of the strongest brands in this world and we almost can see the Golden Arches everywhere and every day, no matter in the shopping complex around our neighbourhood, television, newspaper, radio and many more. Through the high rate of exposure, consumers had received a lot of information related to McDonalds, and perception was built consciously and even unconsciously. When think of fast food outlets, McDonalds most

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